(Est. 1945) “Ashley HomeStore is committed to being your trusted partner and style leader for the home. This commitment has made Ashley HomeStore the No. 1 furniture retailer in the U.S. and one of the world’s best-selling furniture store brands with 600 locations in 28 countries.”
Not much on this one but you gotta appreciate a positive redesign for a large company, although both logos miss the chance to fully convey what the business is. The old one looked like it was for an independent plumber or a small home repair store; it looked really cheap. The new one is more upscale for sure and a step very much in the right direction but now it feels like a real estate agency, which is a better place to be than before. Obviously the logo says "homestore" so there is no doubt what it is but the general feel is a little off. It's nice to see a serif for a change and one that pairs well with the thick stroke of the icon, which itself is a commendable evolution of the original. The lock-up, though, is kind of a mess with the centered, stacked typography and the icon on the left. Still, the company is now more on par with, say, Crate & Barrel than Home Depot.
Thanks to Josh Berta for the tip.